ABOUT THE CLIENT
A global QSR leader known for continuous innovation and delivering iconic food experiences worldwide.
APPROACH
Quantitative Research - Monadic Design, Central Location Test (CLT)
PROBLEM STATEMENT
The client wanted to test multiple new rice bowl variants to understand consumer acceptance, compare them against benchmarks, and identify which options should be prioritized for launch.
OUR SOLUTIONS
Face-to-face evaluations were conducted in a controlled monadic setup. Consumers tested different fried chicken variants, and their feedback was captured on key parameters such as taste, quality, and intent to purchase.
KEY TAKEAWAYS
New variants, except for the existing base product, performed at par on overall likeability. Certain options demonstrated stronger performance compared to others, showing clear advantages on greasiness, quality, and purchase intent. While most products were seen as acceptable, opportunities were identified to improve spice levels and reduce perceptions of greasiness.
OUTCOME
The study helped prioritize the best-performing variants for the next round of evaluations. A product emerged as the strongest candidate for advancement, with Bonafide also showing potential. Recommendations were made for product optimization in select variants to enhance consumer acceptance before final rollout.